Shulou(Shulou.com)11/24 Report--

A few days ago, the 2023 Kuaishou New year Festival came to a successful conclusion. During the 10-day event, Kuaishou e-commerce launched four core games, namely, the special show of favored fans, the 100 anchors' gala, the authentic New year goods category day, and the commercial dividend policy, with 6.6 billion traffic and 1 billion red envelopes, successfully helping merchants break out in the New year's Festival.

The data show that the consumption of Kuaishou New year goods Festival is growing significantly, and the demand for new year goods is strong. Active buyers have increased by more than 20% compared with the same period last year. With the help of platform dividends, orders for short video trailers have increased by 390% year on year, search payment orders have increased by 68% year on year, and brand & fast brand GMV has increased by 100% compared with the same period last year.

Recently, Kuaishou e-commerce and gecko jointly released the "2023 Kuaishou e-commerce annual goods consumption insight report" to gain insight and interpretation of the new consumption trend shown in this New year's festival. The report focuses on seven mainstream consumption scenes in the New year, such as "Gift Box Competition", "Fashion Aesthetics" and "New year on the Tip of the tongue". Combined with the cases of brand merchants and excellent anchors, the report makes a detailed explanation on the e-commerce operation strategy. help merchants to grasp the new rhythm of the development of live e-commerce consumption and seize the first opportunity of e-commerce management in the New year.

With equal emphasis on ritual and personality expression, young people unlock the new demands of New year goods.

During the 2023 cargo Festival, Kuaishou e-commerce anchors started broadcasting for a total of 5333706 hours, with a total duration of about 609 years. The number of short video orders increased by 390% compared with the same period last year, the search transaction volume increased by 68%, and the search payment GMV increased by 89.2% before the promotion of the year-on-year goods Festival, so as to boost consumer demand and fully release consumption potential.

On the whole, men's and women's wear, food fresh, beauty and makeup are the most popular during the New year's Festival, while men's and women's wear, food fresh and digital home appliances are the fastest growing industries during the New year's Festival. Among the many brands, Apple, Zokai and OPPO rank in the top three of the brand GMV, while Mengquan, Chunzhao and Yashuman have the highest GMV and outstanding performance among the fast brands.

In terms of geographical performance, Beijing shows great consumption potential and ranks TOP1 in the number of new buyers and the number of customers returning to the city. Apart from Beijing, Chongqing and Shijiazhuang have the largest number of new buyers, Tianjin and Changchun have the largest number of repeat customers in the northern cities, and Shanghai, Suzhou and Xuzhou have the largest number of repeat customers in the southern cities.

In terms of gender performance, women are still the main force in buying New year goods, accounting for 76% of the total consumption during the New year Festival. Unlike in the past, "self-pleasing consumption" is popular among women; at the same time, the proportion of male users among new e-commerce buyers has reached 58.6%, the rise of male consumer groups is accelerating, and male consumer demand is gradually turning into actual purchasing power.

Among the consumer groups of all ages, the young group has accelerated to become the backbone of buying New year goods. During the New year goods Festival, the number of new users of the post-90s, post-950s and post-00s accounted for 51.2% of the total number of new e-commerce buyers on the platform. Post-90s is the fastest growing potential force for consumption, and Generation Z accounts for more than 31% of new e-commerce buyers.

With the appearance of young people, the consumption trend of Kuaishou users' New year goods is also changing. "exquisite health care", "smart players", "based on the present", "leading the national trend" and "fancy blessing" have become the flavor of the New year. At the same time, it also unlocks the "New year goods" consumption demands of "appearance justice", "social business cards", "instant gratification", "experience supremacy" and "personality customization".

In consumption decision-making, young consumers pay more attention to rational consumption and personalized consumption. In specific consumption, young people prefer high-quality, cost-effective domestic products, like to purchase all kinds of smart equipment and blessing clothing, not only pay attention to the actual function of goods, but also do not leave a sense of ritual of the Spring Festival. In the consumption scene, young people are more accustomed to meeting their shopping needs immediately, and are easily affected by the recommendation and scene of the talent, so the live broadcast room with deep three-dimensional and real-time experience of products has become one of the mainstream channels for the purchase of new year goods.

With the transition of life, the "New year goods" purchased by people during the Spring Festival are also advanced to the pursuit of personality expression, in line with consumers' personality aesthetic goods are favored. Personalized, diversified consumer demand, but also let more subdivided categories in the New year goods market ushered in the outbreak. "small and beautiful" items such as air fryers and wireless acarodes are on the must-buy list of fast-hand users with their high performance, good appearance and high performance-to-price ratio.

Seven mainstream consumption scenes in the New year, detonating the business of New year goods to help upgrade the operation.

According to the insight into the consumption behavior of users' New year goods, Kuaishou e-commerce has found seven mainstream consumption scenes in the New year from the three dimensions of food, clothing and use, which helps platform merchants seize the opportunity of New year goods to achieve a full outbreak of business.

There will be a big competition of gift boxes for the Spring Festival. "send health", "send tide to play", "send hobbies" to replace "tobacco, alcohol and tea", become the "new three swordsmen" for Spring Festival gifts. The sale of black pig gift boxes in Heyuan Hall reflects people's attention to nutrition and health. Nut gift boxes are still strong, and new consumption trends such as snack boxes and interesting drinks are concerned by consumers. Nestle crispy shark snack gift packages occupy the search list of generation Z, beauty beauty has been specially respected by female consumers, highlighting self-expression and value identity.

For the New year on the tip of the tongue, delicious food is a concentrated expression of the flavor of the year. People's pursuit of food is gradually "diversified". Innovative taste, quality of ingredients and healthy ingredients have become the secret of food selling. On the whole, tea and wine fresh, grain, oil, rice noodles, leisure snacks and other market segments achieve a bumper harvest during the New year Festival. On the other hand, the younger generation has a special preference for "ritual eating and drinking", and trendy marketing scenes such as "hot red wine" and "cooking tea around the stove" are constantly praised.

New year, do not go out on the street, this New year, consumers for the pursuit of clothing makeup, get rid of the simple practicality, to self-expression, show personality of the spiritual demand trend changes. "Fashion", "sense of technology" and other popular elements are loved by young groups, street makeup on people's pursuit of natural clarity, highlight the personal style of perfume has also ushered in a new round of outbreak.

In the new atmosphere of the New year, people use gold and jewelry to add luck, or dress up for good luck. The purchase of popular underwear, socks, jewelry and other lucky items in the studio has become a hot trend, and the jewelry and jade products around the key words such as the year of the Rabbit, blessing and good luck are more popular with consumers.

Chinese New year will not be "old", consumers in the choice of New year's Day items on the right innovation, while inheriting the culture of the New year, while innovating the flavor of the New year. Traditional New year merchandise such as Spring Festival couplets, lucky characters, lanterns, Chinese knots and window grilles are popular, and consumers inherit the customs of the older generation as new fashions to create a New year atmosphere.

Smart products with both function and personality, such as iPhone14Pro Max and TCL drum washing and drying machines, have also become one of the mainstream of New year goods consumption, adding a new sense of science and technology and a sense of the times for the traditional Spring Festival.

In addition, the epidemic has aroused people's attention to health, consumers' demands for health preservation are growing day by day, the popularity of nourishing products such as native honey and sea cucumbers has increased sharply, and medical devices such as heart rate, oxygen, pulse and health electronic instruments have become necessary explosive products for New year gifts, and essential items for lazy people such as massage chairs have become the first choice for people to relax.

Brand merchants + excellent anchors are divided into cases to help merchants seize deterministic growth opportunities.

Relying on the deterministic growth opportunities of the 2023 Kuaishou New year Festival, many brand merchants and anchors carry out fine strategy operations, fully releasing business potential energy with the help of the activity boom.

During the event, the major brand merchants continued to make efforts, and many merchants stood out in the fierce competition through the combination of high product power, early recommendation and flow delivery, and became the "top students" in the "year-end examination" of the New year's Festival.

Ding Ding lazyman vegetable caught users' hoarding demand and launched a high performance-to-price package. The daily self-broadcast GMV of the brand increased by an average of nearly 50% compared with that before the promotion of the New year Festival, with a cumulative brand GMV of more than 10 million during the New year Festival. the head fresh brand Tianhaizang aimed at the Spring Festival scene, launched a product portfolio set, and featured high-priced products such as Fotiao Wall, minced garlic fans and scallops in golden soup, which also performed well. As the explosive of the New year Festival, three squirrels have multi-dimensional power, and the product end combines several popular styles to launch a customized gift box for the Spring Festival. through the way of "ultra-long live broadcast time + reasonable delivery", the live studio continues to pull up the transformation of the live room, and the GMV of the event is increased by 257%.

During the New year goods Festival, the major anchors also seized on the promotion nodes to preheat the event and refine the live broadcast operation strategy, together with official support and commercial investment to achieve breakthroughs in their respective achievements.

Around the promotion of the New year goods Festival, anchor Wu Zhaoguo planned the # goods Festival and watched Wu Zhaoguo # topic activities, rapidly expanded the volume, and at the same time accurately selected products and meticulous arrangement, successfully created 20 million-level items and witnessed 2 items worth more than 10 million yuan. Zhou Zhou Zhen, a beauty makeup expert, extends the pallet from beauty makeup to full range of goods. Combined with the activity node of the New year's Festival, she launches various theme shows such as "snack hoarding special show" and "beauty makeup broken price festival". It links up the red packet play method of the New year's goods festival, highlights the commodity price advantage, and creates 7 items with a maximum GMV exceeding 3.5 million per game. Li Xuanzhuo, the wine anchor of Kuaishou head, focused on choosing a cost-effective gift box set to enrich live broadcast goods, mobilized the order atmosphere with low threshold welfare activities, and continued to export the dietary and emotional value of drinks, resulting in a sharp increase in sales in the live broadcast room.

In the uncertain 2022, Kuaishou e-commerce still maintained deterministic growth. In the third quarter, the number of monthly active users of e-commerce exceeded 100 million, and the total transaction volume exceeded 222.5 billion, an increase of 26.6% over the same period last year. Online shopping has become the mainstream of consumption. Kuaishou e-commerce is a new incremental market that merchants should not miss.

The release of the "2023 Kuaishou e-commerce consumption insight report", Kuaishou e-commerce through multi-dimensional live e-commerce consumption trend insight, at the beginning of the new year to bring the warmth of consumption recovery, accompany you to welcome the arrival of the new year. In the future, Kuaishou e-commerce will also continue to bring users more quality goods and provide businesses with a broader space for development.

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